A data-driven approach to advertising is enabling deeper insights into consumer motivations, behaviors and actions for brands. To create better video experiences across their own brands and clients' brands, Oath relies on its proprietary research and platform data to understand the trends driving video consumption and growth across new formats and then be used to drive a brand’s strategy. “We know that successful brands grow by anticipating the needs of consumers in a constantly changing marketplace,” noted Maya Abinakad, Senior Marketing Manager, Oath. “The market landscape is evolving at a pace unlike anything we’ve seen before,” she added, “especially in the areas of AR, VR and 360, for example.”
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